Why Employer Branding is the New "Going Green"

The Best Talent Will Never Visit Your Job Posting - Here's Why...

I've been having a lot of conversations lately with recruiters, HR managers and C-suite members in charge of hiring. The fight for talent is heating up. Finding the best candidates for the job isn't easy. Especially, if you are looking for passive candidates, a/k/a the people who have jobs and aren't actively looking at job boards. In fact, a recent study by LinkedIn indicates passive candidates currently make up 65% of the workforce. Those in charge of finding the best people for their companies are learning that job postings and recruiting software just aren't enough. They need to invest in building awareness around how their company operates as a way to tell their story and attract the attention of the candidates they seek. This tactic is called, "Employer Branding." If you are a company who will need to hire in the next year and wants the best possible talent applying to your jobs, you need to start doing it ASAP.

Here's why...

"Going Green" - A Two-for-the-Price-of-One PR Move

When people ask me why they should bother spending money on Employer Branding now, I say to them, "Do you remember when 'going green' was all the rage in business?" They immediately recall when companies announced they were focused on being more environmentally friendly benefited from positive PR. This declaration to the world that a company cared about the planet not only gave customers a feel-good reason to buy their products and services, but also gave job seekers a powerful reason to want to work for them. Employees want to be proud to be associated with their employer. Knowing your company is focused on more than making money (i.e. going green) not only generated sales, it proved to be a good talent magnet.

Fast forward to today and now almost all companies make efforts to be environmentally friendly. It's become the norm, not the exception. What we should learn from the 'going green' movement is the power of branding the positive and unique characteristics of your company. By telling stories that showcase how a company operates and what makes it special, brand awareness is created. When those stories focus on things potential candidates desire in an employer, it becomes Employer Branding.

The beauty of Employer Branding is that it provides PR to the company that can attract both top talent AND customers. Hence why it is a two-for-the-price-of-one strategy that can help hire the best employees while acquiring new customers in the process.

The Great Recession put business practices under scrutiny. Showcasing what your corporate culture and workplace is like through effective storytelling is a smart way to attract those who want to feel good about who they work for - and buy from!

Want to talk one-on-one about Employer Branding? We're looking for smart companies who want to showcase their brand and learn how to attract the best talent. In fact, check out this e-course we built that is helping recruiters become heroes to management by bringing the power of storytelling to their company.

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